4.6 Definición de muestreo y tamaño

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Do curso por IE Business School

Investigación de mercados y comportamiento del consumidor

105 classificações

IE Business School

Investigación de mercados y comportamiento del consumidor

105 classificações

Curso 1 de 5 em Specialization Estrategia de marketing

El primer curso de este especialización consta de dos bloques que te proveerán de los conocimientos necesarios para comenzar tu trayectoria en Marketing. Aprende las herramientas y técnicas para convertir una decisión en una investigación real, esto lo verás en el primer módulo: Investigación de Mercado. Cómo plantear la investigación, analizar los datos recogidos, interpretarlos correctamente y comunicarlos a través de recomendaciones precisas serán algunas de las cuestiones tratadas en este curso. El segundo módulo se enfoca en el proceso de toma de decisiones por parte del consumidor, resaltando los momentos clave en el proceso de compra y consumo de un producto. Adapta tu enfoque “cliente-céntrico” en decisiones de marketing mediante el análisis de cómo tus clientes toman sus decisiones, reflexionando en qué sucede en sus corazones y mentes al momento de tomar decisiones y analizando las variables que son influyentes para tomarlas.

Na lição

Marketing Research Data Collection & Analysis

En el último Módulo de este curso, aprenderá con mayor detalle los distintos tipos de datos recopilados durante el proceso de estudio de mercado y cómo evaluarlos. También se explicará la importancia de una encuesta eficaz y cómo crearla. En la segunda mitad del curso, explorará el mundo de los estudios de mercado.

4.6 Definición de muestreo y tamaño4:10

4.7 Planes de muestreo y muestras probabilísticas: muestreo al azar simple5:28

4.8 Muestras probabilísticas: muestreo estratificado y de tipo clúster8:49

Conheça os instrutores

Shameek Sinha
Professor
Marketing

[MUSIC]

In the last video we have discussed the different psychological measurements which

you use when running an experimental design.

Remember, experimental designs are mainly used when you are collecting primary data.

However, in most cases when dealing with secondary data you do a sampling method,

where you select a certain proportion of your population,

to get a sample and then run your statistical analysis on the sample.

Now, formally, what is sampling?

Sampling is, drawing a sample of consumers.

From the entire set of people who are your target population.

This is often done using a list, which is called sampling frame.

Of course, in sampling we do not use all the subjects, but

probably our limited number of subjects are drawn from that whole pool.

Often times, sampling introduces some kind of sampling error or

abnormality, mainly because maybe your population is not reliable enough or

maybe not representative enough.

So the question remains, how many sample units should you draw?

Of course, that depends on the reliability that is required for

the experiment, that is very important.

Also, the size of the sample, depends on the variability of the data.

If the data is too much variable, then you need a larger sample,

in order to get estimation results.

Also, the larger the sample.

There is a possibility that your reliability of the sample increases

over time.

Now, once you are trying to run a sample survey.

There are a few things we have to keep in mind.

The first thing, what you have to remember is what is their target population?

Remember, I mentioned that the main aspect which you have to remember when drawing to

sample are representativeness and reliability.

So, when drawing up a population you have to think about reprsentativeness.

So, what is the population the research is targeted towards.

So in drawing a sample, you have to consider that aspect.

The second issue which you have to remember when drawing a sample is

identifying the sampling frame.

Again, this addresses to the representativeness of the sample.

So where do you draw the sample from?

That is your sampling frame.

The third checklist you have to consider when drawing your sample is

collecting the sampling plan.

Do you draw a property based sample or a non-property based sample.

This again caters to the representativeness of your sample.

The remaining three items on the checklist.

Relates to the reliability of the sample.

So, what is the next item?

The next item, is determining the sample size.

So, how many units you actually select.

As we discussed just before, when selecting a sample,

depending on how effective your population is, or

how effective you want your sample to be, of the population.

You have to select accordingly the sample size.

The fifth element on the checklist is selecting the sample elements.

So of course once you have determined the sample size,

you have to actually draw units from that sampling frame.

The final element which you have to consider when drawing a sample Is

collecting the actual data from your sample units.

You have to be very careful on measuring each of the units in the sample.

And then only you can arrive at conclusions based on your market

research which are actual representative and reliable aspect of the population.

In the next video, we are going to look at different types of sampling plans which

are used by the marketing researchers when running a market research study.

Thank you.

[MUSIC]

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